Brands are constantly seeking new ways to convert visitors to customers. Initial conversions alone are not enough, and customer experience (CX) initiatives should focus on growing the core of loyal customers. According to the Gartner group, 80% of future profits come from 20% of your existing customers. And now, more than ever before, technology and conversion optimization tools play a large role in the creation and delivery of customer experience. Here are four strategies for customer experiences that meet the needs of modern consumers.
Implement Robotic Process Automation (RPA) and a Digital Workforce
Every internal business process that impacts the customer from marketing to closing a sale must be as efficient and repeatable as possible. Implementing technology such as RPA helps streamline (and upgrade) business processes. RPA software deploys an intelligent digital workforce of bots to execute business processes that would normally require hours of employee effort and attention.
For instance, RPA can automate:
- Content scheduling
- Email marketing
- SMS marketing
- Product recommendation
- Product categorization
- Order processing
RPA benefits companies in many industries by reducing the risk of human error while completing certain tasks. With a digital workforce deployed, employees are able to focus on projects that fully require human cognition and creativity. When combined within an organization, the digital workforce supplements the activities of employees leading to more accurate and more efficient output.
Utilize live chat to respond to customers
Questions are going to arise when a visitor is browsing your site. Providing a path to respond to these inquiries quickly with actionable steps and clear solutions is a great way to pave the path for conversion. Being proactive and taking the extra step to tailor live chat support helps visitors move from considering your product to the purchase stage. To deliver better customer chats it is crucial that operators listen and respond to consumers with empathy.
Not only does humanizing customer support help increase conversions, but it also fosters trust and sets the stage for longer-term relationships. Customers who have a great relationship with a brand are less likely to churn. And, ultimately, these relationships turn into increased lifetime value.
Provide post-purchase support
The customer journey does not end with a purchase. Post-purchase communication is necessary to secure meaningful and long-lasting relationships. Making it convenient for customers to voice their opinions will increase the likelihood of a meaningful response. Customer feedback can come through a variety of traditional channels:
- Phone surveys: If you already perform a customer check-in call, add a quick 2-3 question survey after the conversation, prior to the call ending.
- Email survey: Many businesses seek customer feedback via email including Net Promoter Score (NPS) surveying. This is a passive, yet effective way to seek responses.
- Polls: Polling is a quick way to receive customer feedback or even judge interest in new products. Polls can be deployed at scale and capture a diverse array of sentiment. Use the results to determine strengths and opportunities for improvement.
Involving customers in the evolution of your brand helps turn one-time purchasers into advocates for your product or service. Be sure to highlight any changes you make as a result of customer feedback. This encourages future communication and lets the customer know their opinion is appreciated.
Gain insight with analytics tools
Attempting to determine bounce rate or uncovering the disconnect that causes consumers to leave your site without making a purchase can be overwhelming. Stop speculating and obtain concrete insight into what could be causing this drop off with analytics tools:
- Analytics dashboards: A dashboard of key site metrics simplifies your approach and allows proper benchmarking.
- Dynamic heatmaps: Analyze on-page behavior with heatmaps that show clicks, scrolls and movement segmented by filters like traffic source or device type.
- Recordings: Watching visitors navigate through your website is an eye-opening experience and one that often leads to simple optimization wins.
Stitching together insights from analytics dashboards will create a more holistic view of the user experience. For example, if your form analytics show abandonment due to one form field, check out recordings of visitors who engaged with that form. It may be helpful to see behavior before, during and after interaction with the form. If you’re unsure of what the insights are telling you, consider creating focus groups to further investigate your hypotheses.
Brands can reduce churn and upgrade the customer experience by harnessing the power of modern technology and customer-centric tools like robotic process automation. The combination of technology and human compassion and creativity helps convert one-time buyers into loyal customers with higher lifetime value.